Most concierge physicians know they need marketing to attract new patients, but marketing reaches other audiences, too. You’re probably aware of some. Others may fly under the radar.
Today, we’ll explore five target audiences for your concierge practice marketing, why they matter, and how to reach them.
What Is Marketing?
Marketing is everything you put into the world that grows your business, including:
- Social media on platforms like Facebook, LinkedIn, and Instagram
- Content marketing through your practice blog covering health education and preventive medicine
- Email campaigns with links to new content, community events, or meet-and-greet announcements
- Website content that functions as your digital storefront, including your homepage, about page, philosophy, and member benefits
- Paid advertising through billboards, print ads, or digital campaigns
Each channel reaches different audiences in different ways. The physicians who get the most from their marketing understand this and craft messages accordingly.
The Five Audiences Your Marketing Already Reaches
Prospective patients are the obvious target, but four other audiences see and interpret your marketing through their own perspectives.
By recognizing all five, you can market your concierge practice intentionally and speak to each group on its own terms.
1. Current Members
Your current members already have a relationship with your practice. Marketing to this group nurtures and maintains that relationship.
Consider a traditional fee-for-service practice. Barring appointment reminders, they don’t contact patients about anything.
In the concierge model, you’re developing an ongoing relationship and providing value beyond what fee-for-service could offer. Concierge practice marketing is one way to deliver that value.
You might post on social media in spring reminding members to wear sunscreen. In October, you could announce a breast cancer screening day. A blog post or podcast episode can educate them on specific health topics or explain your practice philosophy.
This audience has already provided contact information and placed trust in your practice. You have more access and freedom with them than almost any other group. Besides social posts and blog content, you can use mailers, email, and customized resources in your office to reach them directly.
2. Waitlisters
Waitlisters want to pay for your services but must wait until you have capacity. Marketing to this group keeps them warm, lets them know you’re thinking about them, and reminds them why they chose your practice over others.
Rather than letting your waitlist go cold, use concierge medicine marketing to nurture their anticipation about joining. When the waiting period ends, they won’t have signed up elsewhere or need to be reminded who you are.
Some of our members have found success with email sequences crafted specifically for waitlisters. From signup to enrollment, you can maintain their interest through emails about your philosophy, benefits, and physicians.
3. Prospective Members
Prospective members probably don’t know you exist yet. You don’t have their contact information. They haven’t subscribed to your blog.
These are the people you want to join your practice. Reaching them requires a more proactive approach to concierge practice marketing.
You have to put yourself on their radar, introduce your brand, show them why they need a concierge physician, and why that physician should be you. Use concierge medicine marketing to educate them about your practice’s benefits over fee-for-service: convenience, quality of care, and the physician-patient relationship.
The marketing channels you use depend on your target niche. For young professionals in a nearby high-rise, consider signage, targeted mailers, or a billboard. Other niches might respond better to Facebook ads or a local TV spot.
Make sure your website and blog appear on the first page of Google’s search results. Search engine optimization is one of the most effective ways to help new patients find you when they’re actively searching.
4. Prospective Team Members
You need physicians, nurse practitioners, and administrative staff to grow your concierge practice, increase capacity, and decrease waitlist times. Hiring from scratch takes significant time. Marketing to this audience can expedite the process.
Mention openings directly on social media. Use LinkedIn ads to target specific groups. Post listings in professional publications, and attend conferences to meet job seekers in person.
Indirectly, your website and blog content demonstrate your practice’s culture and your staff’s caliber of care. Prospective employees use those platforms to learn how you operate and how rewarding a position on your team might be.
5. Your Existing Team
Your current team is perhaps concierge practice marketing’s most overlooked audience.
This group sees all your marketing to other audiences. If there’s a disconnect between what you promise publicly and what the office actually delivers, they’ll notice and become discouraged. But if they see that your promises match your daily operations, they become proud of their work.
Your staff absorbs your messaging through blog posts, office materials, and general discussion. Reach them through staff meetings, internal emails, and training materials to keep everyone aligned on what your practice offers and how to describe it.
Put Your Marketing to Work for All Five Audiences
Every piece of content you publish shapes how five distinct audiences perceive your concierge practice.
Many entrepreneurial physicians find that peer conversations about marketing strategies accelerate their learning. Hearing what’s working for practices in different markets, what channels deliver the best return, and how others structure their content calendars can save months of trial and error.
PPA members share marketing strategies, patient acquisition tactics, and practice growth insights through private forums and monthly webinars. If you’re looking for a peer network where concierge and DPC physicians openly discuss what’s working in their practices, learn more about PPA membership.
